Understanding your audience is the foundation of effective copywriting. But often, writers jump into drafting without researching what their audience needs or identifying key pain points. Why does this happen? Many writers aren't trained in market research — and, even more concerning, they're often not told it's essential.
At Kaplan, we made audience insights accessible to our writers with a set of 20 detailed audience profiles. Here’s an example of a robust audience profile our brand team created, in partnership with market research, for one of our most engaged audiences: aspiring nurses preparing for the NCLEX licensure exam. This approach helped our team deliver messaging that truly resonated.